The influence of Kols on the belief and purchasing decision in the Cosmetic field of Young Vietnamese Women in Generation Z through TikTok platform in Vietnam
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | Cosmetic field Generation Z KOL purchasing decision the belief Tiktok |
| Online Access: | http://dolgozattar.uni-bge.hu/57644 |
| Kivonat: | The fourth industrial revolution 4.0 has significantly impacted the global economic and social landscape, reshaping consumer behavior and lifestyle. Vietnam, especially during the COVID-19 pandemic, has witnessed a sharp increase in digital reliance, with social media and e-commerce becoming important tools for communication and commerce. Platforms such as TikTok have emerged as key spaces for consumer engagement, especially among young female consumers aged 18-24. In this context, Key Opinion Leaders (KOLs) play an increasingly prominent role in shaping beliefs and purchase decisions, especially in the cosmetics sector. This study explores the impact of KOLs on purchase decisions of young Vietnamese women aged 18-24 through TikTok. Using mixed methods, the study collected quantitative data from 250 survey respondents and qualitative insights from interviews with two experienced KOLs. The findings demonstrate that KOLs significantly influence trust and purchase behavior, highlighting their authenticity, expertise, and ability to connect with their audiences as key factors in leveraging KOLs in marketing to effectively target young Vietnamese women Gen Z, providing practical implications. |
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